Theoretical Focus Ethos and the personal influence of persuasion
Ethos Definition Most important of the 3 means of persuasion Character Good sense Good moral character Goodwill
Contemporary Credibility Research Congruity Theory Competence Goodwill Moral character Dynamism
Charismatic Leadership Charisma Charismatic Leadership Theory Ronald Reagan, Franklin Roosevelt, Martin Luther King, Jr. Charismatic leadership goes far beyond traditional forms of leadership Prophetic wisdom, heroic stature, semi-divine nature or heavenly grace Charisma depends on an audience’s willingness to accept leadership as heroic and inspired
Image Management Media images are… Synthetic Believable Vivid and concrete Invite passivity
Ethos, Ethics, and Image When persuasion concerns conflicting opinions and values, rather than a matter of empirical truth or falsity, audiences must rely on the judgment of persuaders.
Critical Focus: KFC and “The Colonel’s Way” From the classical point of view, the most important of the three dimensions of persuasion is the credibility of the persuader. “The Colonel’s way is still the best way”. Ethos as a way of persuasion The Colonel’s character and good sense http://www.youtube.com/watch?v=pwURoueDzFo
Critical Question #1 Does the message depend on ethos, charisma, image management or some combination of these persuasive strategies?
Critical Question #2 What persuasive purposes are served by the ethos, charisma or image strategies you have identified?
Critical Question #3 What specific elements in the message itself display ethos, charisma or image management? Clear vision for change Articulate the vision and the flaws with the status quo Build trust in audiences Unconventional, audience-centered tactics Creating involvement
Critical Question #4 How effective do these strategies appear to be?
Critical Question #5 To what extent do the strategies revealing ethos, charisma or image management conform to ethical standards governing persuasion?
Conclusion Factors that contribute to persuasion: Ethos Goodwill Good sense Good moral character Competence Credibility Dynamism Charisma Image Management